Total campaign performance — all 3 workflows, bot-filtered
Total delivered (excl. internal)
745
across 9 sends, 3 campaigns
Confirmed bots suppressed
~140
avg 19% of list
External confirmed leads
15
clicked at least once
Calendly conversions
4
scausby, nezar, andy, jlabarbera
Campaign summary — human-only metrics
| Campaign | List size | Bot rate | WF1 open | WF2 open | WF3 open | WF1 click | WF2 click | WF3 click | Calendly hits |
|---|---|---|---|---|---|---|---|---|---|
| Wally ICP | ~19–23 | 53–65% | 5.3% | 5.9% | 0% | 5.3% | 5.9% | 0% | 2 (scausby, nezar) |
| Compliance | ~39 | 38% | 7.7% | 2.6% | 5.1% | 5.1% | 2.6% | 2.6% | 1 (bcromer, WF3) |
| Ecomm | ~286–289 | 16% | 5.9% | 5.2% | 4.9% | 3.1% | 1.4% | 0.7% | 2 (andy, jlabarbera, WF3) |
Step-by-step funnel — human open rate
Step-by-step funnel — human click rate
Per-step detail — all three campaigns
WF1 across campaigns
WF2 across campaigns
WF3 across campaigns
All confirmed external leads — clicked at least once
| Campaign | Steps clicked | Total clicks | Signals | Priority | |
|---|---|---|---|---|---|
| andy@harrys.com | Ecomm | WF1 · WF2 · WF3 | 15 | Calendly WF3 Report WF1 | 🔥 Top priority |
| jlabarbera@astorservices.org | Ecomm | WF1 · WF2 · WF3 | 15 | Calendly WF3 | 🔥 Top priority |
| bcromer@relaynetwork.com | Compliance | WF1 · WF2 · WF3 | 15 | Calendly WF3 Report WF1 | 🔥 Top priority |
| scausby@ingsource.com | Wally ICP | WF1 | 8 | Calendly WF1 | 🔥 Top priority |
| fpurse@gladebrookcapital.com | Ecomm | WF1 | 14 | Report WF1 | Warm — verify manually |
| will.lasala@onespan.com | Ecomm | WF1 | 5 | — | Warm |
| jose.santos@grupocobra.com.br | Ecomm | WF2 | 4 | — | Warm |
| ehuston@saatvamattress.com | Ecomm | WF1 | 3 | Report WF1 | Warm |
| nezar@maxprofitness.com | Wally ICP | WF2 | 2 | Calendly WF2 | Warm |
| john.ferguson@purolator.com | Ecomm | WF1 | 2 | — | Warm |
| maria@solvhealth.com | Compliance | WF1 | 1 | Report WF1 | Warm |
| erin.flynn@stitchfix.com | Ecomm | WF1 | 1 | Report WF1 | Warm |
| andrew.newman@talkiatry.com | Ecomm | WF1 | 1 | — | Warm |
| kshuman@revenuewell.com | Ecomm | WF2 | 1 | — | Warm |
| ron@saatvamattress.com | Ecomm | WF1 | 1 | — | Warm |
Key findings
Bot inflation Brevo-reported open rates are 3–10× the true human number
After filtering bots, actual human open rates sit at 5–10% across all campaigns — far from the 40–60% Brevo shows. The Wally ICP list is worst (53–65% are scanners), Ecomm cleanest (16%). Every optimisation decision must use bot-filtered numbers, not platform-reported ones.
Click cliff Click rate collapses by WF3 across all campaigns
Ecomm drops from 3.1% → 0.7% across three steps. Wally ICP hits 0% in WF3. The current WF2/WF3 email content — statutory risk figures and social proof stories — is not converting openers into action-takers. The audience is warm enough to open, but the call-to-action by step 2 is too soft.
Calendly pattern Every Calendly click happened only at WF3 — the sequence is too slow
All four Calendly conversions (andy, jlabarbera, bcromer, scausby) came only after the third email. That is a 3-email warm-up before anyone books. Introducing a lower-friction conversion step — the India quote form — at WF2 would catch intent earlier, before click fatigue sets in.
Report views = real intent Personalised audit reports are the strongest engagement signal
Contacts who clicked personalised reports (fpurse, andy, ehuston, erin, bcromer, maria) were the most engaged overall. These are not random clicks — someone clicking their own domain's report URL is genuinely evaluating. Report viewers should trigger immediate manual outreach, not wait for the next automated step.
Recommendation Move the quote form to WF2 — present it alongside Calendly
The India SEBI mandate quote form gives a lower-commitment conversion option than a live call. Place it prominently in WF2 with framing like "Not ready for a call yet? Fill this in and we'll send you a custom remediation quote within 24 hours." This catches the warm-but-not-ready segment (the majority of clickers) and builds a pipeline even without a Calendly booking.
Recommendation Suppress known bot domains before the next send
The following domains fire scanners consistently across every campaign: courierhealth.com, cleardata.com, leaseweb.com, solutionreach.com, tigerconnect.com, nextgen.com, perfectserve.net, thombrowne.com, jonessoda.com, manscaped.com, sapns2.com. Suppressing them will clean up Brevo stats and remove noise from future deliverability scoring.
Recommendation Shorten the Ecomm sequence — WF1 is doing all the work
9 of the 15 confirmed Ecomm leads clicked only in WF1. The "losing 15% before checkout" subject is the strongest hook. WF2 and WF3 add minimal incremental value for DTC. Consider collapsing to a 2-step sequence: WF1 (hook + report) → WF2 (form + Calendly CTA). Save the longer nurture for the compliance list, where the audience is more deliberate.